Angles that convert without burning the buyer, and volume that beats any single hero ad.
How Carter cleans up an aggressive angle, why fifty cheap avatars beat one $150k/day hero ad, and what actually separates you when everyone's running the same offer.
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Find the line, then clean it up.
Newer affiliates churn and burn networks with aggressive angles — Carter did it too, early. There are only a few great networks and buyers per vertical, and the space is small. The skill is finding the line between conversion and lead quality that buyers will accept.
“if you have no duis you can get 600 back from your car insurance company”
Everyone runs it. Converts, makes money — dies fast.
Carter's cleaned-up version
“if you live in the state you can now officially apply for a payment reduction on your car insurance”
Still sounds official, still converts. But the lead tells the buyer's agent “i saw an ad that said i could apply for a payment reduction” — easy to spin, instead of “this ad said i could get a check for six hundred dollars”
Who are you actually talking to?
Jason's framework, before a single hook gets written.
Not "55-year-old woman" — the micro-persona: divorced, married, kids at home, empty nester, "especially with Andromeda updates." Then the pain she's moving away from and the pleasure she's moving toward. Copy — Cialdini, buying-cycle stage — is a separate craft layered on afterward.
the angles are for sure more important, I think, than like. what the image is or the video or whatever.
Same hook, a hundred ways to say it.
Post-it note, before/after — different people click different styles of the same hook.
Auto insurance: a video just for Texas, another just for Massachusetts, each its own ad set in a CBO.
Biz-op: one video mentions Costco, another Walmart, each targeted at that interest. Converts better because it resonates.
When a winner dies, the next one is already tested and ready to go.
the only reason i was hammering those videos so much is because i wasn't testing enough
i'd rather have 50 different avatars running with their own ads specifically where i had to spend three grand a day on each of them then try to squeeze 150k a day and spend out of one ad
Carter
Volume negates luck
Launch the same creative in 10 ad accounts: 2 turn out profitable, 8 don't. If everyone's doing the same thing, do it at 10x the output and you still win.
Jason
Facebook remembers the rip
Facebook likely footprints an ad — recognizes it from another account and knows it's milked out. In compliant advertising, 99 times out of 100 a ripped ad won't work. Study 100 ads in the library, pull 3 themes and 3 personas, let AI generate unique ones. "you don't have to rip and run anymore"
Replicate, then reiterate.
Pure rip-and-run worked six years ago. "it gets harder every year" Ripping creatives can get you $500k–$1M profit a year; consistent higher levels come from your own stuff. When stuck, the default is simple: do more of what's already semi-working.
volume negates luck
replicate then reiterate